Pepsi MAX Banks on Creator-Led Strategy to Refresh Brand Messaging

Quick listen: Pepsi MAX hands over the reins to creators — in under 2 minutes.

Pepsi MAX is turning up the volume on flavor by putting creators in control.

The soft drink brand has rolled out "Bring Out The Flavour," its first fully co-created campaign, built around the Pepsi Pioneers.

A community of emerging content creators who now play an active role in everything from strategy to execution.

Starring in the campaign themselves, creators like Emma Johnson, Formz, and Luke Vernon represent a shift in how Pepsi MAX connects with its audience.

With these efforts, the brand isn't just speaking to them, but speaking as them.

“This campaign is a vibrant celebration of our flavour range and the positive mood shift it brings,” said Steven Hind, CMO Beverages, UK&I at PepsiCo.

“By empowering our Pepsi Pioneers to not only co-create but also star in the campaign, we're not just launching new advertising; we're deepening our authentic connection with our audiences."

Notably, the campaign celebrates Pepsi MAX’s fruity summer lineup consisting of Cherry, Lime, and Mango, with the core message that flavor can elevate your mood and everyday moments.

The Pioneers program also continues to grow, with Pepsi MAX encouraging new creators to sign up and help shape the future of the brand.

A Cherry-Inspired Experience Comes to Life

Set to Charli XCX’s hit "I Don’t Care," the 20-second hero spots portray each Pioneer unlocking a mood shift.

Here, going from "8 to 10" becomes the brand’s metaphor for feel-good spontaneity.

Beyond the TV and digital rollout, Pepsi MAX is anchoring the campaign with an in-person, bookable experience.

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From September 11 to 14, the brand will transform Townhouse Covent Garden into a cherry-themed nail salon.

The "Pepsi MAX Cherry x Townhouse Salon" will offer manicures, a cherry-infused makeup station, a drinks bar, and themed giveaways designed around the Cherry variant.

For those outside London, the "Pepsi MAX Cherry Manicure" will be available nationwide from September 15 at select Townhouse locations in Birmingham, Manchester, Leeds, Sheffield, Bristol, and again in London.

A limited number of manicures will be offered for free.

Previously, the soda giant pulled off a similar stunt, launching a limited-edition "Cherry Ring Popper" for those that want to pop open a can of Pepsi MAX but want to keep their nails intact.

Overall, the idea is not only to show Pepsi MAX’s new flavors but to embody how its brand now lives through the people who love it.

Hind added: "It’s a testament to the power of true collaboration and our belief in the creative energy of our community."

Our Take: Can Creators Carry a Pepsi Campaign?

This campaign is a strong signal that Pepsi MAX is ready to move beyond polished brand campaigns and toward something rawer and more culturally responsive.

Building around its Pioneers and letting them shape the execution allows Pepsi to tap into creator culture without feeling forced.

I like how the campaign lets flavor stand for emotion, and doesn’t overcomplicate the brand message.

Beyond an influencer push, the fleshed-out efforts have become somewhat of a small ecosystem of co-creation, mood, and media.

If you're rethinking your brand's presence, starting with your most passionate fans isn't a bad way to go.

Recently, Sprite tapped into heat culture with spicy food collabs and late-night pop-ups in its "Hurts Real Good" campaign.